#creative-diversity

4 notes tagged “creative-diversity”.

• Creative diversity after Meta Andromeda — the five levelsDara Denney's ladder for creative diversity on Meta post-Andromeda — level 0 statics vs video, 1 format expansion, 2 awareness-level expansion, 3 desire/motivation expansion, 4 persona and use-case expansion, 5 "true" diversity — and how it changes test setup (all statics in one ad set, maximum visual range per video test).
• Creative similarity and "entity IDs" — why 30 ads can get one ad's worth of deliveryHow Andromeda clusters look-alike ads into one "entity" (industry term), which creative variables make an ad count as different (format, production style, audio, setting, persona), and how to tell similarity from fatigue.
• Fixing Meta underspend — CTC's four phases, and why they never turn off adsCommon Thread Collective's 4-phase answer when Meta won't spend at target efficiency — (1) creative expansion with big concept swings, (2) bid-surface expansion by duplicating evergreen campaigns into other bid types, (3) an "underspend" ASC for ads that got <3× target CPA in spend, (4) relaxing the ROAS/cost constraint only when the business justifies it — plus the "never turn off an ad" principle and how others disagree.
• Running several creative partners and keeping a creative culture that avoids samenessLessons from Barry Hott's founders' roundtable (The Perfect Jean, HelloTushy, Flakes, Dara Denney) — keep at least one internal and one external creative source (The Perfect Jean runs four agencies, Laura Geller five), share the ad account openly instead of making agencies compete, avoid the "iteration loop" and brand-book homogeneity that flattened The Perfect Jean's results, treat every truth as valid for ~6 months, and give partners freedom plus a clear lens ("laughing or learning").